Sony Playstation in Medical Field
Chris Noerjadi, Manager, United States

Part of my class assignment is to overlook the transition of red ocean company into Blue Ocean one. I choose Sony Playstation. Although Sony Playstation has been highly praised as the most advanced video game console, the company is actually losing money for every console they have sold. So because of this, I think rather than operating at loss, Sony Playstation could take the risk by transforming into a Blue Ocean company.
I think that Sony Playstation should enter the medical technology field. Considering the existing technology they have already and the complementary benefits that come with the product (blu-ray, 60 gb hard drive, etc…), I think that the company can do wonders in medical field. In fact, an article from Business News magazine stated that some engineers from Rutgers University have modified Playstation 3 to an improved hand function in teenagers with cerebral palsy (hoydicz, 2010).

Sony Playstation in the Medical FieldChristina Crim, Manager, United StatesMr. Noerjadi, I think this would be a highly innovative idea for Playstation. In addition, how about adult assisted living homes, retirement/nursing homes? I am sure there is some correlation between playing video games and improving coordination and maybe brain functions? With already alternations for cerebral palsy patients to play, this seems it can go further and find a new niche in the medical world.

Path One - Looking Across IndustriesAndrew Nelson, CEO, AustraliaChris, I like your post. Firstly, Nintendo Wii is the company famous for applying BOS, but Sony has a fabulous tradition of innovation. So it would be great to see a formal application of BOS by Sony.
Secondly it gives us a great opportunity to explore a BOS discussion online - as best we can with limited space.
Your suggestion to look at the medical technology field is a start at exploring the first of the BOS Six Paths to commercially viable innovation. That first path being "look across industries". So instead of Sony continuing to compete against video console manufacturers, and instead of moving into another existing red ocean (medical/physiotherapy devices) we need to determine if there is the possibility to create a new industry sector: something like "medical gaming devices" or "therapeutic gaming".
The way to explore this is to draw strategy canvasses & explore buyer experience cycles/utility maps for opportunities to create new value.
Then consider the other five paths.